Sawmill Marketing Public Relations, headquartered in Baltimore, Maryland, is a full service public relations firm offering social media, traditional media relations programs, crisis communications planning and execution and media training. MBE-09-043

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Susan J. Anthony formed Sawmill Marketing Public Relations in 1995, following a 20-year tenure with national marketing communications agencies. Click on Susan to read more about her.

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The crankier member of the Sawmill Marketing Public Relations team, Buzz has no shortage of opinions about PR and current events. Click on Buzz to read more about him.

Crisis Communications Tip #9: Develop an Audience Strategy

While many focus their crisis communications effort primarily on crafting what to say, we believe it’s also critical to develop an audience strategy for the crisis messaging.

Begin by prioritizing the audience that is impacted the most and then identify the influencer audiences. This exercise should quickly reveal the crisis communications audience strategy as well as options for how best to begin communicating with them.

Additionally, the audience strategy will help to fine tune and customize the crisis messaging so that it is relevant and credible to the target audiences.